If you’re hearing more about branded content, there’s a good reason. With the rise of video podcasts, businesses are looking for fresh ways to stand out in the market. Branded content is a powerful marketing strategy that has evolved to meet this need. This form of marketing is a type of media, and some of the best examples of branded content include films, video series, and magazines created or sponsored by a brand. Unlike traditional advertising, branded content’s primary goal isn’t to interrupt and sell. Instead, it aims to entertain, inform, or inspire an audience, with the brand either seamlessly integrated into the narrative or serving as the visionary sponsor behind it.
Branded content is the art of building a deeper, more authentic relationship with consumers by providing genuine value. When a brand creates content that people actively seek out and want to share, it earns trust, boosts brand loyalty, and establishes itself as a thought leader in its industry.
The Key Differences: Branded Content vs. Advertising & Content Marketing
To fully grasp the concept of branded content, it’s important to differentiate it from other marketing tactics:
- Branded Content vs. Advertising: Traditional advertising is a direct, intrusive sales message. A commercial tells you to buy a product. Branded content tells a story that makes you feel a certain way about a brand. The brand’s message is subtle and embedded in the entertainment or information provided.
- Branded Content vs. Product Placement: While a branded piece of content may feature a product, the brand itself is the star of the show. With product placement, a brand pays to have its product appear in someone else’s content. With branded content, the brand creates the entire world and narrative.
- Branded Content vs. Content Marketing: Content marketing is a broad strategy focused on creating useful, educational content. Branded content is a more specific, high-production form of content that is often cinematic, more emotional, and designed to build cultural equity.
Top-Tier Examples of Branded Content
To truly understand the power of this strategy, let’s explore some of the most famous and effective examples of branded content from major companies.
1. Branded Entertainment: The LEGO Movie
The LEGO Group sells more than just plastic bricks; it sells creativity. The LEGO Movie is a cinematic masterclass in branded content, a film with a compelling story and memorable characters. By creating a fully realised, entertaining universe, the film didn’t just market a toy—it solidified the LEGO brand as a cultural icon, directly contributing to a significant surge in sales.
2. Sponsoring Culture: Red Bull Media House
Red Bull has become synonymous with extreme sports and adventure thanks to its extensive branded content strategy. Through its dedicated Red Bull Media House, the company produces a staggering amount of content, including documentaries, live events, and high-energy films. This strategy perfectly embodies their “it gives you wings” tagline by aligning the brand with exhilarating, high-stakes lifestyles.
3. Branded Documentaries: Pawn Stars
Reality television shows can also serve as powerful examples of branded content. The popular History Channel show Pawn Stars is essentially a long-running documentary about a specific business. The Gold & Silver Pawn Shop isn’t just a location; it is the central character, and the brand is an integral part of the story. The success of the show transformed the business into a global destination, proving that showcasing the day-to-day operations of a company can be an incredibly effective way to build brand recognition and customer interest.
4. Emotional Storytelling: Dove’s “Real Beauty Sketches”
Dove’s “Real Beauty Sketches” campaign is a prime example of using branded content to forge a deep, emotional connection with consumers. The short film documented a forensic artist drawing women based on their own self-descriptions versus a stranger’s description. The powerful reveal highlighted a universal truth: women are often their own worst critics. This viral, emotional piece of content built immense trust and goodwill, positioning Dove as a brand that champions self-love and confidence.
5. Educational Series: The Michelin Guide
One of the oldest and most successful examples of branded content is the Michelin Guide. The French tire company first published the guide in 1900 to encourage motorists to travel more, thus increasing the demand for new tires. By providing a valuable service—a guide to excellent restaurants and hotels—Michelin became an authority on travel and dining, a reputation that continues to this day.
Why You Need a Branded Content Strategy
- Authenticity and Trust: It builds a more genuine relationship by providing entertainment or value without a direct sales pitch.
- Deeper Engagement: It captures a viewer’s attention for longer periods, leading to higher brand recall and stronger brand-audience connections.
- Cultural Relevance: The best branded content becomes a part of pop culture, giving the brand a level of influence and recognition that traditional advertising simply can’t achieve.
While branded content often requires investment in strategy and production, its power to elevate your brand and stand out from the competition is unmatched. We believe the most effective marketing initiatives are built on compelling narratives. If you’re ready to find the story your brand was meant to tell, let’s explore a branded content strategy that will not only connect with your audience but also transform your business. book your complimentary strategy call today.
